A Link between Self-monitoring and Prestige-related Consumer Knowledge? Preliminary Evidence from North America and Europe

In response to a call by Gangestad and Snyder (2000), this paper is a preliminary step in the investigation of status-oriented motivation in self-monitoring theory. A word association task with four student samples (US, UK, Quebec and Switzerland) shows that the nature of the link between prestige-related knowledge and self-monitoring level varies substantially between the four national samples.(...)